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SAP Digital Services the way we do itoGetting a 360 customer view withSAP Business CommunicationsManagement (BCM)Capgemini can help you deploy BCM to achieve multi-channel integration across allyour customer-related activities and applications, strengthening your customer focus
2oGetting a 360 customer view with SAP BCM
SAP Digital Services the way we do itMulti-channel integrationis the key to making yourrelationship with yourcustomers mutuallybeneficial, but theproliferation of channelshas made it challengingto achieve – until now.SAP BCM is a telephonyswitch application thatenables you to create asmooth, consistentcustomer experienceacross all channels whilealso maximising theefficiency andresponsiveness of yourcontact centre.By allowing you to align activities in every channeland pull together information from all of them,BCM plays an essential role in allowing you toachieve a full 360o view of end customers. Onceyou have that view, it becomes much easier toachieve customer focus in your communicationsand related business processes.As the leading development partner for BCM,Capgemini is ideally placed to help you integrate itwith an existing CRM solution, or implement italong with SAP CRM. By combining BCM withother components from SAP and Capgemini, wecan even build you a complete solution for gainingcustomer insight from multiple sources, includingsocial media, and then using that insight in realtime to drive customer interactions.3
4o Gettinga 360 customer view with SAP BCM
SAP Digital Services the way we do itThe challenge: getting andkeeping a 360o view despitechannel proliferationTo ensure your interactions with customers are smooth andorewarding for both parties, you need a 360 view of thosecustomers. However, this view has become more and morechallenging to achieve in recent years. Increasingly equippedwith smartphones and tablets, customers are using an evergrowing range of channels to interact directly with yourcompany. You still need to deal with telephone calls andmaybe even faxes, but now there are also emails, SMS, webchat and social media interactions.What is more, you need to be ready to deal with any newchannels that come along, whether it’s to satisfy yourcustomers’ expectations or to make better use of your contactcentre capabilities.oTo achieve that 360 view of your customers, you need to finda way to think across channels – which means, among otherthings, that you must equip your contact centre resources towork in a more consistent way, using the same information inall channels. And you need to integrate your chosen approachwith your existing investment in customer-facing applications.The solution: SAP BusinessCommunications ManagementSAP BCM has at its heart a software telephony switchapplication, but it can also handle other channels such asemail, SMS, fax and social media. It provides the “missing link”that enables you to bring together customer interactions in allchannels, and combine the information they generate, to formoa consistent picture: the elusive 360 view.Capgemini can help you integrate BCM with your existinginvestment – typically the SAP CRM Interaction Centre, butalso non-SAP products. With BCM in place, you can handleinteractions in any channel, swiftly prioritising and categorisingthem before routing them straight to the most appropriatecontact centre team.To address the problem of adding new channels as customerpreference or business volumes dictate, BCM is designed tointegrate with other SAP products via the Online IntegrationInterface (OII). This facilitates quick, efficient introduction ofnew media channels and processes.Capgemini can integrate BCM with your existing investmentsincluding:n SAP CRM Interaction Centre. The correct screens andinformation are dynamically presented to contact centreoperators. This improves the quality of customerinteractions, increasing efficiency and customer satisfaction.n Service ticket processing. Existing service ticket processescan be instantly enhanced to allow automated outbounddialling via the CRM Interaction Centre.n Auto caller identification. Using call-attached data, callerscan be automatically identified within the CRM InteractionCentre using master data already contained within SAP. Thisfurther improves the overall average handling time (AHT) andcustomer experience.5
The benefits: personalised,streamlined experiences andoperational efficiencyoWith SAP BCM you can get – and keep – the 360 customerview, regardless of how many channels your customers use.To improve the customer experience, you can:n Personalise and streamline interactions and responsesusing customer data that you already have.n Make the customer journey even more personalised andefficient by automatically forwarding data that BCM collects– for example during the Interactive Voice Response (IVR)process – to the CRM Interaction Centre.n Integrate caller journeys by applying one set of integrationtools to inbound and outbound communications in allchannels.n Minimise caller frustration by routing interactions straight tothe right team using BCM’s skill-based routing.SAPBCM6oGetting a 360 customer view with SAP BCMInternal efficiency and cost-effectiveness also improves as you:Benefit from a comprehensive set of contact centre analysisreports; these can be integrated with SAP BI or BusinessObjects so you can easily blend data from BCM and otherSAP applications.n Optimise resource use with BCM’s comprehensive tools forreal-time monitoring and supervision.n Save money with an IP-based alternative to expensive thirdparty telephony switches and e-channel integration.n
SAP Digital Services the way we do itWhy Capgemini?We worked closely with SAP on BCM product development,and continue to do so. We also have first-hand experience ofimplementing BCM solutions, and of developing andimplementing complementary applications such as tailoredonline solutions for monitoring inbound and outboundcustomer interactions.That means we can offer you unrivalled expertise to achievemulti-channel integration of your existing investments via BCM.We can provide everything from support in designing a multichannel strategy to hands-on call centre optimisation.If required, we can build you a complete solution for turningsocial media insight into action by combining Capgeminiproducts like our Social Media Command Centre andCustomer Loyalty Mobile Application with SAP products suchoas SAP CRM powered by HANA (also known as SAP 360Customer). Please see our brochures Turning consumer insightinto action and Act on consumer insight by integrating socialmedia with SAP, for more details.Our implementation services will reduce your risk and ensureyou get the level of multi-channel integration your contactcentres need, both for operational efficiency and for customersatisfaction and retention. You will gain the confidence thatcomes from knowing your systems are implemented andintegrated in line with SAP development strategy, and that thevalue of your investment will therefore be maintained throughfuture releases and upgrades.“Ourimplementationservices will reduceyour risk andensure you get thelevel of multichannel integrationyour contactcentres need, bothfor operationalefficiency and forcustomersatisfaction andretention.“With SAP BCM, you can realise your multi-channel vision –provided BCM is fully integrated with your existing applications.Capgemini is your ideal partner for achieving that integration.7
SAP Digital Services the way we do itAbout CapgeminiWith more than 125,000 people in 44 countries, Capgemini is one of the world’sforemost providers of consulting, technology and outsourcing services. The Groupreported 2012 global revenues of EUR 10.3 billion.Together with its clients, Capgemini creates and delivers business and technologysolutions that fit their needs and drive the results they want. A deeply multiculturalorganisation, Capgemini has developed its own way of working, the CollaborativeBusiness ExperienceTM, and draws on Rightshore , its worldwide delivery model.For more information, please contact:Nathan PearceHead of SAP Front Office SolutionsTel: 0870 366 0563nathan.pearce@capgemini.co.ukGary JamesHead of SAP SalesTel: 0870 904 4472gary.james@capgemini.co.ukLearn more about us atwww.uk.capgemini.comThe information contained in this document is proprietary. 2013 Capgemini. All rights reserved.Rightshore is a trademark belonging to Capgemini.
with an existing CRM solution, or implement it along with SAP CRM. By combining BCM with other components from SAP and Capgemini, we can even build you a complete solution for gaining customer insight from multiple sources, including social media, and then using that insight in real time to drive customer interactions. Multi-channel integration
